The Irish Whiskey Association (IWA) is advancing its international strategy by focusing on Mexico as a key growth market. The trade body recently hosted a tasting event in Mexico City and participated in the oriGIn global conference on Geographical Indications, promoting Irish whiskey to importers, distributors, and local bar influencers.

Exports to Mexico have grown four-fold over the past four years, highlighting untapped potential. IWA Director Eoin Ó Catháin noted that Mexico ranks among markets with the greatest growth prospects, aligning with broader efforts by Irish producers to diversify globally.

The tasting event, held at the Residence of the Irish Ambassador, showcased major Irish brands including Jameson, Clonakilty, and Bushmills. It marked the first collaboration of the trade body with both the British and Irish embassies in a single target market, coinciding with the 50th anniversary of diplomatic relations between Ireland and Mexico.

At the oriGIn conference in Morelia, Ó Catháin discussed the shared Geographical Indication status of Irish whiskey and Mexican spirits like Tequila, reinforcing the value of heritage protection in global trade and the opportunities it presents for Irish brands.

The IWA’s initiatives demonstrate a strategic push to expand market presence, leverage international partnerships, and build awareness among influential stakeholders in emerging markets.

Discover how the Irish Whiskey Association is positioning itself in new markets by reading the full article here.